The Effective Marketer

JUNE 19, 2012

When you have a site or service that seems perfectly relevant to your topic, it might be tempting to grab everything that it posts by RSS or another automated tool. On the other hand, don’t be afraid to ditch services that aren’t working out for you. Also, always attribute everything you use. Don’t Automate. Don’t do it.

Curation 100

Curation Copyright Peer-to-peer RSS 100

The Effective Marketer

JULY 13, 2011

Trying to avoid even more expenses (the scar left from the monthly hosting bill was still visible) Scott then decided against using an ESP (email service provider) and went ahead to email his newly acquired list using Outlook Express. Successful Failure? There are those who would love to win the lottery, and those who actually play it.

Viral Marketing 100

Viral Marketing Planning Bandwidth Landing Pages 100

The Effective Marketer

OCTOBER 8, 2012

Second, if you simply repurpose content you already created then you may lose the opportunity to create important links between the multiple stories your products or services support.

Content 100

Content Trade Show Advertising Mediums Distribution 100

The Effective Marketer

JUNE 14, 2011

Maybe a surprising finding from the research is that despite high adoption, marketers at B2C and B2B companies still don’t use best email marketing practices such as cleaning the database, letting users select what products and services they want information about, and running welcome routines for newly registered users.

Marketing Budget 100

Marketing Budget Practices Budget Programs Forrester 100

The Effective Marketer

FEBRUARY 29, 2012

The report ends with some final recommendations for anyone that wishes to improve their content marketing creation efforts: Build Content Around the Brand/Product/Service, Not About It. Key Content Creation Recommendations. Drive Organizational Change and Transformation. Educate and Train. Design Recombinant Content.

Guidelines 100

Guidelines Content Marketing Paid Search Agency Planning 100

The Effective Marketer

AUGUST 10, 2014

Look at how people are structured and what the reporting structure looks like and it will tell how the company is run, what is important to them, and how they think about their product and services and the market in general.

Planning 100

Planning Allocation Business Marketing Management 100

The Effective Marketer

MAY 24, 2012

Only 40% of responding companies use their email service provider (ESP) for anything more than the basic broadcast of email”. Most companies are not taking advantage of advanced email marketing features, or even basic segmentation strategies, as the survey points out. 52% engage in regular list cleaning. 26% use content personalization.

Customer Surveys 100

Customer Surveys ROI Email Marketing Effectiveness 100

The Effective Marketer

APRIL 3, 2012

Welcome Email or Letter: Typical emails or letters welcoming new customers after they purchase a product or service fall short of delivering anything of value. Bonus points if you give them a summary (or teaser) before they start the survey and the full thing as they finish it.

Planning 100

Planning Advertising Channels Paid Search Agency Content Marketing 100

The Effective Marketer

JULY 7, 2011

Turning marketplace insights into untested products, services, or solutions. “Innovative marketers use unique marketplace insights to come up with products, services, or solutions based on untested ideas.&#. The Innovator. The Integrator. Building bridges across silos and functions and between the company and the market.

Planning 100

Planning Work Management Marketing Management Paid Search Agency 100

The Effective Marketer

AUGUST 30, 2010

You are researching a new product or service and Google points you to a website, one of the key vendors in that space, and you have to read the page twice to really get it what they are trying to say. How is it that your product or service will benefit me? That reminds me of what I see when I visit most B2B companies’ websites.

Work Management 100

Work Management Marketing Management Marketing Automation Services Planning 100

The Effective Marketer

JANUARY 11, 2010

Yes, the excel matrix may help compare features vs. features, but falls short on so-called “soft” features like technical support, quality of service, and the all too common “gut feeling”. Make sure you take those into consideration, especially on tie breakers.

Work Management 100

Work Management Marketing Management Marketing Automation Services Marketing Budget 100

The Effective Marketer

JULY 30, 2012

Next time you attend one, pay attention to how different companies exhibit their services, how the people behind the tables or booths interact with the attendees, what handouts or giveaways they offer, and the overall experience. The closest example you, college student, might have of what a trade show is might be your next career fair.

Education 100

Education Marketing Automation Services Work Management Planning 100

The Effective Marketer

JUNE 29, 2011

Establish a service level agreement with sales. It’s a good basic list to get you pointed in the right direction (and I’ll add my two cents right after): Start planning early. Make sure the audience is a good fit. Get on the presentation agenda. Negotiate for the full list of registrants.

Trade Show 100

Trade Show Tips Marketing Budget Creation Planning 100

The Effective Marketer

APRIL 29, 2009

Although often outside the marketing/sales spectrum, there are tools out there that may not only help with webinars but can also help with the needs of the tech support and professional services departments. Why not kill three birds with one stone?

Marketing Automation Services 100

Marketing Automation Services Webinar Metrics Budget Programs Work Management 100

The Effective Marketer

MAY 20, 2011

David Meerman Scott argues that one of the benefits of creating buyer personas is that it will force you to create meaningful, easy to digest content that will actually make a difference in the buying process.

Buyer Personas 100

Buyer Personas Template Bulldog Solutions B2B Marketing 100

The Effective Marketer

MARCH 10, 2011

Is almost like a virtuous cycle, where money goes to marketing software vendors, who use it to build better products and educate the market, which then learns about the benefits of such solutions, purchase those solutions, and publicize it themselves and pay those vendors for services.

Work Management 100

Work Management Marketing Management Marketing Automation Services Hubspot 100

The Effective Marketer

MAY 27, 2015

If, for example, one of the areas you want to focus on is pricing, then looking at all the price quotes, proposals, and the like can get you an idea of not just what the competitor charges for a certain product but also if there are discounts involved, what other line items are included with typical proposals and how much is really the full package (..)

Work Management 100

Work Management Marketing Management Marketing Proposals Paid Search Agency 100

The Effective Marketer

JANUARY 6, 2009

In some cases you may have to do some market research prior to changing the product packaging, or contact your customers as a result of new customer service website login options. The important thing is not to forget that the plan you devise may impact other areas (and require more actions) not originally thought.

Planning 100

Planning Marketing Budget Creation Work Management Marketing Management 100

The Effective Marketer

JUNE 13, 2009

Odds are that someone may eventually buy the product or service. People love free stuff, and if it is quality free stuff that you don’t have to regiser for they will tell more people to check it out and those people will tell even more people (viral marketing anyone?). David Meerman Scott is a master at this.

Marketing Automation Services 100

Marketing Automation Services Work Management Budget Programs Marketing Management 100

The Effective Marketer

OCTOBER 13, 2010

First, the book talks about the essential function of customer service and how to leverage it with today’s current technologies, including (of course) social media. If you haven’t read much about customer service or if marketing isn’t your background, then the book will be a good starting point.

Marketing Funnels 100

Marketing Funnels Top of Funnel Work Management Planning 100

The Effective Marketer

JUNE 26, 2012

Many of us have seen the firm that delegates marketing to a customer service rep who took a few creative writing classes and uses Facebook a lot. As a result, steps get skipped, input is overlooked, reviews are haphazard, expectations run the gamut, and everyone generally walks away underwhelmed.

Paid Search Agency 100

Paid Search Agency Work Management B2B Thought Leadership Planning 100

The Effective Marketer

FEBRUARY 7, 2012

Most email service providers offer an easy way to split A/B testing where you send out slightly different emails to various groups and see which are the most effective. In short, if you’ve been using your old email template for a while and would like the chance to bring in some new content, a new template might be just what you need.

Email Marketing 100

Email Marketing Campaigns Template Merchandising 100

The Effective Marketer

JULY 5, 2009

Whatever the guide you use or that you created along the years based on your industry, product, or service make sure everyone is on the same page as to what are the standards. Seems easy enough but if you are a freelance writer or if your company is using one, that is one of the first things you should do. Work on your opening lines.

Copywriting 100

Copywriting Work Management Marketing Management Marketing Budget Creation 100

The Effective Marketer

AUGUST 12, 2013

An emerging narrative, thanks to an explosion of online data services, is that market research is no longer limited to big business and big budgets. The emergence of affordable web-based data collection and analysis services has leveled the playing field for businesses of all sizes. New technology is emerging.

Small Business Marketing 100

Small Business Marketing Budget Programs Business Customer Surveys 100

The Effective Marketer

AUGUST 12, 2013

An emerging narrative, thanks to an explosion of online data services, is that market research is no longer limited to big business and big budgets. The emergence of affordable web-based data collection and analysis services has leveled the playing field for businesses of all sizes. New technology is emerging.

Small Business Marketing 100

Small Business Marketing Budget Programs Business Customer Surveys 100

The Effective Marketer

AUGUST 18, 2011

Then, look for what could be a solution to this problem (I’m assuming you sell products or services to retailers) and create content addressing the issue (maybe “5 ways to squeeze more cash out of your sales” or “The new retail mindset and five steps to improve your margins today” for example).

Word of Mouth 100

Word of Mouth Content Marketing Management Buyer Personas 100